FEPE OOH News 13th September 2018

FEPE OOH News 13th September 2018



UK: Victoria Beckham marks London Fashion Week debut with spectacular showcase on Piccadilly Lights

In a UK media first, luxury fashion brand Victoria Beckham presents content celebrating the designer’s debut London Fashion Week show on Landsec’s spectacular Piccadilly Lights advertising screen this week (September 10-16).

The showcase forms the centrepiece of the brand’s 10th anniversary show which celebrates a decade in the fashion business.
The digital out of home campaign, which breaks today (September 10), opens with a rotation of three spectacular images featuring Victoria Beckham and shot by the celebrated German fine art and fashion photographer Juergen Teller.
The campaign was booked and planned directly by premium operator Ocean which operates the Piccadilly Lights on behalf of Landsec. It runs until September 16.

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UK: Digital Advertising: from static to motion

One might recall the moving newspapers and paintings from the world of Harry Potter. J.K. Rowling’s universe was one that was at once anachronistic and futuristic, but the simple notion that traditionally static content mediums (newspapers, paintings) could come alive and move is something that is fast becoming a reality. It really is life imitating art: the office Slack channel has eschewed memes in favour of GIFs, the Instagram photo of you clinking glasses with friends is now an eternally looping ‘Boomerang’. Across platforms and devices, media is becoming less static and more dynamic. Digital advertising is no exception.

The explosive growth of video is one clear sign of this. Among Millennials and Gen Z audiences, viewership of digital video— be it long-form on over-the-top (OTT) platforms, or short-form on social channels—continues to win in popularity over live TV. By 2019, video traffic will account for 80% of all consumer internet traffic. The digital video ad revenue in the UK is expected to grow by 21.7% in 2018 compared to the previous year. According to Zenith’s Online Video Forecasts, average daily digital video consumption will hit 101 minutes by 2020 in the UK alone.

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UK: The most influential out of home campaigns of 2018 so far

Out-of-home advertising has been trying to out-do each other, particularly on a digital scale. Ahead of The Drum Out of Home Awards, we spoke to five judges from WCRS, Identity, The Leith Agency, Notonthehighstreet.com and Havas Media on what they believe to be the most impactful OOH campaigns of 2018 so far.

Fast food giant McDonald branding is so iconic, so ubiquitous and so immediately recognisable that its meaning and what it represents is communicated to the viewer instantly. If you’re driving and you’re hungry, once you catch sight of those Golden Arches it’s all over. Burger King never even stood a chance

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Europe: How significant is DOOH vs static OOH?

Out of home (OOH) is evolving, and this change is being driven by digitalisation. Digital OOH will be where all the growth will take place, but just how significant is DOOH vs static OOH? To find out JCDecaux OneWorld launched AM4DOOH, a research project which exposed 500 people in four European markets to a digital virtual city's adverting in different situations throughout the city, from malls to roadsides.
Neil Eddleston, managing director of JCDecaux OneWorld explains that in this increasingly digital world, measurement is needed. “Despite the OOH industry having a globally recognised methodology endorsed by its customers since 2009, now there is a need to create a set of DOOH factors for increased visibility that can be applied to new and existing audience measurement systems across Europe,” he says. 

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Switzerland: SPR+ Research Advisory Council approves DOOH research results for integration into SPR+

The Research Advisory Council (RAC) of the Research Institute for Swiss Outdoor Advertising SPR+ has approved the research results of AM4DOOH (Audience Measurement for Digital Out of Home) for integration into the SPR+ model. After completion of the expansion of the data basis in summer 2019, the media performance of DOOH and OOH - separately and combined - will be plannable in the planning tool SPR+ Expert. The RAC expressly welcomed the fact that the new international standard is also being implemented in Switzerland.

AM4DOOH is a research project conducted by an international consortium (consisting of APG|SGA, Clear Channel Outdoor, Exterion Media and JCDecaux) together with the OOH world association FEPE International as additional sponsor. This pioneering project used a virtual world to present consumers a realistic experience of how they encounter the various forms of digital and traditional outdoor advertising. In combination with eye-tracking, it was possible to robustly measure how people view different out-of-home formats in different environments. The aim was to investigate the relative difference between DOOH and classic OOH. The significant factors for DOOH derived from this are now available. They show that DOOH increases the likelihood to see. For example, the factor for digital full motion spots for head-on driver contacts is 1.25 and for head-on roadside pedestrian contacts 1.16 for each spot of a loop that can be physically seen during a passage.

In the future, these factors, combined with the physical viewability of an advertising spot depending on the duration of the passage, spot and loop, will make it possible to calculate the contact and campaign performance for DOOH as motion picture in public space. This is not only on the basis of “viewability” of an advertising message, but additionally on the basis of “viewed”.

Felix H. Mende, Managing Director, SPR+ Ltd., comments: "With the integration of DOOH into the SPR+ research system, the entire range of OOH can be evaluated in the SPR+ Expert planning tool. Building on the existing and established visibility adjustment for classic posters and the expansion to include the new international standard for visibility weighting of DOOH and what is actually seen, we are creating a very hard currency in the digital world"

Russia: Conference Program for the 10th International OOH Congress in St. Petersburg is now announced

Business conference schedule is now available on: http://oohcongress.ru/enprogram

Two-days program covers all segments of classic, DOOH, indoor & transit advertising.

Congress languages: English & Russian

Registration closes 17 September. Don’t miss the opportunity to join one of the top industrу events 10th International OOH Congress in Corinthia 5*, St. Petersburg, Russia between 27-29 September 2018 with 15% FEPE discount. 

Headliners confirmed: legendary Annie Rickard, FEPE President Tom Goddard, Gideon Adey from Kinetic, Christian von den Brincken from Stroer, Igor Kirikchi the head of BBDO, Russia, Daniel Cuende from Cuende, James May from ADV, speakers from HAVAS, Russ Outdoor, Samsung etc.

Topic: New horizons: how to keep and expand the share of OOH on the media landscape.

The Conference deliberations will be on the following themes:

  • Strategic development of OOH media
  • Transformation of the lifestyle and media consumption in OOH
  • How media is sold and bought, data application
  • Best practice and creative cases
  • OOH media in media context

Audience: 350+ key people of global & Russian OOH industry: largest operators, ad agencies, suppliers, clients, research companies & mass media. Especially recommended for companies and suppliers interested to find new business in Russia.

Format: 2 conference days, exhibition area, White Party & Gala Dinner. Creative entertainment program will traditionally complement business agenda.

The organizers have negotiated special rates for the Congress venue Corinthia 5* hotel.

LIGHT PASS option for accompanying persons is available.

For more information, please visit oohcongress.ru or contact Jane Baranova


USA: Is Marijuana Advertising Going Mainstream?

Last month, Constellation Brands Inc. announced an investment of nearly $4 billion into Canadian marijuana grower Canopy Growth Corporation, the largest publicly traded marijuana company.

Constellation is known for building major brands. Corona, another intoxicating substance in Constellations’ portfolio, is already one of the world’s most valuable brands, reports Forbes.

It’s a sign that marijuana advertising — which is already having a big year — is about to move from the back streets to Main Street.

This investment could have interesting implications for the out-of-home (OOH) advertising industry.

OOH is particularly well suited to weed, since it is locally regulated, great for activation and building awareness, and low cost when compared to other advertising options. Just look at MedMen. It spent $2 million on a campaign — largely featuring outdoor ads — in an attempt to de-stigmatize marijuana use.

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USA: Dr. Banner to Deliver Mobile Ad Sales Platform to IBOUSA

Ryan Walker, Chief Sales Officer of Dr. Banner located in New York City, announced today an agreement with IBOUSA to deliver a hyperlocal programmatic mobile ads sales platform to the IBO workflow features driven by Apparatix Media Solutions.

“We are very excited to announce the agreement with IBO.  We believe the synergies between our two organizations and our clientele aligned perfectly and a partnership could only help us to continue to grow and expand,” said Walker. IBO Associates will now be able to select various products which compliment their OOH media sales strategies and deliver maximum campaign penetration to their rural, suburban and metro markets in an easy and understandable manner.

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USA: Clear Channel Airports Awarded 10-Year Contract with Portland International Jetport

Clear Channel Airports (CCA) announced Sept. 10,  that it was awarded a 10-year contract with Portland International Jetport (PWM). This win extends a partnership that began with the city in 1995. The new agreement will provide the latest digital out-of-home (OOH) technology to upgrade existing media, grow airport revenue and reach highly sought after business and frequent leisure travelers through new captivating advertising solutions.

PWM is Maine’s largest and busiest airport with 2018 on pace to set an annual passenger traffic record by exceeding 2 million passengers for the first time. Total traffic is up by 11 percent through July 2018. As the largest city in Maine, Portland’s tourism industry plays a key role in economic growth in the region. Downtown Portland, located only five miles from the jetport, is home to the city’s historic seacoast town offering travelers easy access to the waterfront, art galleries, classic cuisine and the city’s eclectic coastal culture. Further, with its daily non-stop connections to every east coast hub, PWM is the primary 

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Australia: Outdoor bosses slam OIS viewability claims

Outdoor advertising vendors have slammed claims from compliance company Outdoor Inspection Services which suggested up to 10% of the outdoor market was not delivering ads correctly.

Brendon Cook, CEO of Ooh Media, said the report was a “gross misrepresentation” of the situation at hand.

The Viewability Report, collated by OIS, also suggested the average ‘in view’ benchmark – which shows how many ads are actually visible – has fallen to 90% in the first half of 2018, down from 92% in 2017. OIS collects data from more than 500,00 compliance checks across vendors and advertisers.

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South Africa: Connecting brand stories with connected consumers

JCDecaux served up mounds of thought-provoking content at its second annual Conversations event. This year’s one was themed ‘Connected Brand Stories’ and speakers delivered insightful talks.

First up to whet the audience’s appetite was Carmen Murray, founder of Boo-Yah! who took a journey in which she traced industry disruptions and lessons marketers need to know in a new age of consumers.

Through digital advancement, consumers are more connected than ever before, and with this comes a more demanding consumer. They want to be in control, so brands need to adapt their approaches to engaging with them.

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Nigeria: LASAA cuts outdoor advertising permit fees

The Lagos State Signage and Advertisement Agency has said it reduced the permit rates for outdoor advertising as part of efforts to address some of the challenges being faced by operators.

The agency, which stated this in a statement on Sunday, said that the outdoor advertising sector was a key component of Nigeria’s creative economy but that it was fraught with challenges.

The statement read in part, “Research has shown that 60 per cent of the country’s total advertising market is domiciled in Lagos State. It is a sector that accounts for N58.9bn turnover yearly and is responsible for over 100,000 people in its workforce, contributing hugely to the revenue of the nation.

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India: Technology Will Secure The Future Of OOH: Noomi Mehta, Selvel One

There are hardly any brands that do not advertise on OOH, says Noomi Mehta, Chairman and Managing Director of Selvel One. The new LED screens add the touch of glamour to a medium that has long been the workhorse of the advertising world, he says. “Technology is a friend to OOH. It adds flexibility and gives a creative boost to the medium. Technology will secure the future of OOH around the world.”  

In a conversation with exchange4media, Mehta talks about the various aspects of OOH advertising and why it is crucial for brands.

Edited excerpts:

What are your views on digital OOH? Do you think it will become a huge growth driver for the OOH industry?

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India: Times OOH adds Mauritius to its family

Times OOH, finds another reason to rejoice in a span of less than a year. After acquiring Trichy, Coimbatore back in 2017, they have set foot into the turquoise shores of Mauritius, by acquiring the sole media rights at Sir Seewoosagur Ramgoolam International Airport, (SSRIA), making it the only Indian outdoor advertising company to do so.

In a market where having such a diverse portfolio was unthinkable previously, Times OOH, seems to be doing something right by being aggressive and steady with its acquisitions. To do a quick recap, the company also owns advertising rights to the biggest airports in India: Delhi and Mumbai.

Mauritius Airport boasts of about 3.8 million annual footfalls out of which, interestingly, 95% are international passengers, making this acquisition of tremendous strategic importance. Mr. Sharath Chandra, President at Times OOH, opined.

Having bagged a solid 10-year contract, a healthy mix of about 140 sites has been planned which includes 42 digital screens, glass wraps, wall wraps and promotional zones, apart from the static requisite. Additionally, there are sponsorship opportunities available. With expertise in DOOH, which seems to be the buzz word in the industry these days, Mauritius airport will keep up with changing industry trends.

India: Kerala Floods: OOH Industry Faces Loss Of Rs 200cr, Need 6 Months To Recover: Experts

The state of Kerala and its economy is limping back to normalcy after the floods which devastated the state just few days ago. Reportedly, the disaster claimed around 400 lives and the state has incurred a loss of about Rs 21,000 crore overall. As a result of the flood, all the industries and businesses in the state have been affected quite adversely, that it was the Onam festive season, when advertising spends are at peak, made things even worse.

Onam, which marks the beginning of festive season in the country, is also a time when the entire marketing focus of not just local but even national brands shifts to Kerala. The advertising spends by brands witness a considerable rise during this season.

One of the most widely affected media industries during the flood in Kerala was the Out Of Home (OOH) industry as there was severe loss of ad inventory and devastation of infrastructure across the state.

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Hong Kong: Asiaray and Wavemaker Bring the First-ever Programmatic DOOH in the Media Industry

Asiaray Media Group Limited, a leading out-of-home media company with a strategic focus on airport and metro line advertising, create the first media buying platform of programmatic Digital out-of-home (DOOH) media in Hong Kong, powered by Google Marketing Platform, together with agency partner Wavemaker, part of GroupM, WPP's global media investment management company. Wavemaker is the platform's initial advertiser among the influential brands worldwide which augurated for the long-term prospects of this up-and-coming Programmatic DOOH.

Google Maketing Plaform is a demand-side-platform (DSP) that provides trading desks, agencies, and advertisers with transparent measureable results across adverting exchanges. Asiaray's new one-stop programmatic DOOH platform provides a comprehensive range of services, from booking placement to the launch of an advertising campaign, with all of Asiaray's outdoor digital media resources now available for trading there.

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India: Need Of The Hour Is A National OOH Policy: Charanjeet Arora, CEO, Kinetic Advertising

Kinetic India recently promoted Charanjeet Arora and Rachana Lokhande as new Co-CEOs of Kinetic Advertising India Pvt. Ltd.. This follows the resignation of Suresh Balakrishna, CEO, South Asia and Middle East. Arora has been working with Kinetic Advertising India since November 2017.

We spoke to him about his views on the OOH medium, measures companies must take to promote programmatic digital OOH across markets and growth of DOOH in the near future.

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